In Terms of a Company Generating Buzz About Its Product

question 24

Multiple Choice

In terms of a company generating buzz about its product, research has indicated that to generate true word-of-mouth communications from actual customers they must be aware of the brand, which typically requires:

• A) the use of alternative marketing programs
• B) advertising through traditional channels
• C) guerilla marketing efforts
• D) a high level of brand equity

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Definitions:

Experimenter Bias

A form of bias in research where the expectations or preferences of the researcher inadvertently affect the outcome of the study.

Placebo Effect

The phenomenon where an individual experiences a perceived improvement in condition because they believe they are receiving treatment, despite the treatment having no therapeutic effect.

Double-Blind Research

A scientific study method where both the participants and the experimenters are unaware of who is receiving the experimental treatment to prevent bias.

Confounded Dependent Variables

Outcome measurements in an experiment that might be influenced by external factors or variables not controlled by the researcher, leading to ambiguous results.